Georgeta-Madalina Meghisan

Country: Romania
Affiliation: Associate Professor, Ph.D, University of Craiova, Faculty of Economics and Business Administration, Craiova, Romania; Scientific Researcher III, Romanian Academy, National Institute of Economic Research “Costin C. Kiritescu”, Bucharest
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  • Meta-analysis in marketing research

    Georgeta-Madalina Meghisan , Thierry Burger-Helmchen doi: http://dx.doi.org/10.21511/im.13(1).2017.01
    Innovative Marketing Volume 13, 2017         Issue #1         pp. 6-10
    Views: 3433 Downloads: 540 TO CITE АНОТАЦІЯ

    Meta-analysis is a method that allows us to accomplish such a work by combining the results of several studies in order to make an objective synthesis following precise stages. With the help of meta-analysis, we can quantify a global result for the entire studies taken into consideration and obtain a more precise response and a more acceptable generalization.

    This paper focuses on the steps of meta-analysis on resumed data, which are used more frequently, because they can easily tend towards exhaustiveness. The synthesis work has to be standardized. It consists in four stages: studies’ research, selection, data extraction and analysis. Its feasibility is linked to the existence of a sufficient number of studies that can be included in this meta-analysis. This method has been used in research since 1970 and it became irreplaceable for making recommendations. Its application field is only limited to that of existent studies.

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